Buick is an important brand for GM. Though not many of the modern generation know it, Buick was once a symbol of American excellence. Their cars were beautifully designed in the 40’s and 50’s. Famous designer Harvey Earl made his name designing Buick’s, and he went on to invent a little car called the Corvette. Back then Buick’s were synonymous with luxurious speed.

Not so nowadays. Today Buick’s are slow, soft, grampa-mobiles. You know you are targeting a certain demographic when your main advertisement boasts of “the quietest cabin in it’s class.” Gramp’s would dually approve. Can you blame him? He was the guy who was around when Buick’s were strong and sexy. The problem is that as he aged, and gained weight, and got softer and slower, so did the Buick.

But Buick (like grampa unfortunately) can’t live like that forever. That’s why GM is now drafting in Opel to save Buick. As the General’s German subdivision, Opel’s current design language is that of a middle-upscale brand, exactly what Buick needs to be here in the states. Also once you see Opel’s design language it’s easy to understand why Buick, not Saturn, could benefit from this new style. These car’s are beautiful looking, restrained yet taught and athletic.

Buick adopting Opel’s design also makes sense for GM’s Chinese strategy. Opel Corsa’s and Astra’s already are badge-engineered as Buick’s in China, and with R&D benefiting two major market regions the cost savings could be monumental for the company. If all goes well all future Buick’s could be Opel based, and visa-versa.

Above: Very, very nice design going on here. Buick would really benefit from styling like this… 

Source: Motor Trend

Photos: General Motors – Opel